AdKeeper, an interactive ad bookmarking service launched by About.com founder Scott Kurnit, has raised a $35 million in second round funding led by Oak Investment Partners. The NYC-based start-up’s first round brought in $8 million.
The guiding principle behind AdKeeper is that consumers will opt to save ads for products they want but can’t yet afford, or that they’re not currently in the market for but may be soon (a new car, for example). The idea has met with some skepticism, but Kurnit says the company has research establishing that 56% of web users are willing to save ads. A small “K” embedded in ads will enable users to bookmark them for later viewing.
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